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    Hand-To-Hand Against Palm (A)

    Uploaded by

    Rakesh Ranjan
    The document discusses introducing a new PDA called "Organize My Life" (OML) given the existing success of Palm Pilot. It outlines research questions to determine what features, price, and target market would make OML successful. Key questions include determining valued existing and potential new features, the size and priorities of the student market, and if features priorities differ between student categories. The recommended research is descriptive to characterize PDA consumers and perceptions to inform OML design and pricing to target untapped markets like students.

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    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd

    Hand-To-Hand Against Palm (A)

    Uploaded by

    Rakesh Ranjan
    348 views13 pages
    The document discusses introducing a new PDA called "Organize My Life" (OML) given the existing success of Palm Pilot. It outlines research questions to determine what features, price, and target market would make OML successful. Key questions include determining valued existing and potential new features, the size and priorities of the student market, and if features priorities differ between student categories. The recommended research is descriptive to characterize PDA consumers and perceptions to inform OML design and pricing to target untapped markets like students.

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    HAND TO HAND AGAINST PALM (A)

    Original Title

    Hand-To-Hand Against Palm (a)

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    The document discusses introducing a new PDA called "Organize My Life" (OML) given the existing success of Palm Pilot. It outlines research questions to determine what features, price, and target market would make OML successful. Key questions include determining valued existing and potential new features, the size and priorities of the student market, and if features priorities differ between student categories. The recommended research is descriptive to characterize PDA consumers and perceptions to inform OML design and pricing to target untapped markets like students.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    348 views13 pages

    Hand-To-Hand Against Palm (A)

    Uploaded by

    Rakesh Ranjan
    The document discusses introducing a new PDA called "Organize My Life" (OML) given the existing success of Palm Pilot. It outlines research questions to determine what features, price, and target market would make OML successful. Key questions include determining valued existing and potential new features, the size and priorities of the student market, and if features priorities differ between student categories. The recommended research is descriptive to characterize PDA consumers and perceptions to inform OML design and pricing to target untapped markets like students.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 13

    Hand-to-Hand against Palm (A)

    Case description
    This case refers to management dilemma in introducing the PDA named Organize my life! (OML) due to lack of knowledge in finalizing the features, target price and target customers or market segmentation. Palm Pilot from Palm Inc has been in the market as a successful product. The existing market for this product is male users in early 40s, college educated and a white collar professional with a relatively high income. The existing features of Palm Pilot are calendar, appointment, contact directory information, and to- do lists The feature of internet access on PDA is not considered by most of the consumers as a valuable feature at an extra cost.

    Case description
    OML marketing managers would like to know whether the consumers of PDA give value to additional features like voice recognition capabilities, stereo quality sound systems for downloading music, video and digital photographic abilities and global positioning mapping.
    OML marketing managers also would like to know the potential of student market if the cost of OML is affordable to students. Also it is interested to know the student priorities in terms of features and functions. OML marketing managers also would like to know whether is there any difference in priorities between different category of students

    Decision problem
    Should the Product called Organize My Life (OML) be introduced in the PDA market?

    Research problems
    Determine the functions & features to be bundled in OML? Determine the price at which OML to be launched? Determine the market to which the product is to be targeted?

    Components of Research Problem (Research Questions)


    What criteria are used by the customers in buying
    PDAs?
    What is the present market segment and size for PDAs? What are the additional features that consumers felt should have been?

    Components of Research Problem (Research Questions)


    Find out whether the existing users value the following features. (a) Voice Recognition capability (b) Stereo quality sound systems for downloading music (a) Video and digital photographic abilities (b) Global Positioning Mapping

    Components of Research Problem (Research Questions)


    What is the market segment which is untapped due to higher price? What are the student priorities in terms of functions and features? What will be the price of the PDA at which it is attractive to students?

    Components of Research Problem (Research Questions)


    Are students across different categories (under graduates, engineers, computer science students and MBAs) differ in desire of features and priorities of OML?

    Type of Research
    This study leads to To describe the characteristics of the PDA consumers To determine the perceptions of different consumers of PDA about existing features and additional features To estimate the size of the potential market for PDA with reduced price .To determine the price of the OML to target untapped market

    Hence this is Descriptive Research Study

    Recommendations
    DATA Consumers who felt additional features are valuable Significance If this percentage is more , then OML marketing managers introduce this product with additional features to grab the existing market. If the percentage is low / negligible, then there is no point in incorporating additional features. Also OML marketing managers should look for untapped market segment Potential consumers who are away from buying PDA due to pricing This data will be useful to determine trade off between pricing and features of the OML so that it can be addressed to new segment in the market with low price

    Students priorities in terms of functions and features


    Affordable price by the students

    It is useful to incorporate those minimum features and functions to bring out a cost effective OML to grab the student market
    It is useful to fix the final price

    Recommendations
    DATA Difference in features sought by different category of the students. Significance It is useful to have features in OML which is suitable to all cross sections of students.

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